Industry Experience
Sector-specific digital marketing, AI and MarTech consulting. Over twenty years and 100+ projects across more than fifteen industries, each with its own data, buyers, and constraints.
Why sector matters here
Most marketing advice is written as though every business buys the same way. They do not. A construction firm wins work in lumps through tender cycles, a hospitality venue is fighting an aggregator for a customer it already served, and a university is marketing to a student, a parent and a head of department who each need something different before anyone says yes.
The underlying work is consistent: understand the buying decision, fix the systems that carry it, and measure the part that matters. What changes by sector is the shape of the decision, the data you are allowed to use, and the constraints you cannot argue with. That is what these pages set out, one industry at a time.
What stays the same everywhere
Three things hold across every sector I have worked in. Nobody can act on reporting they do not trust, so measurement gets fixed before spend gets optimised. Ownership of accounts and data decides how much freedom you have later, and it is almost always sorted too late. And capability that stays with your team after an engagement ends is worth more than any campaign that leaves with the consultant.
How to use these pages
Each sector page covers the problems that come up repeatedly in that industry, the approach I take, and the questions clients in it tend to ask. If your sector is not listed, the work still applies. The categories exist because the examples land better when they are recognisable, and not because the thinking only works in sixteen industries.